Crackers are no longer just a side item to go with a larger meal, they now are holding their own as stand-alone items in the snacking category.
Innova Market Insights reports that savory biscuits, i.e., crackers, accounted for 10% of global new product activity at mid-year 2013.
New products and innovation are keys to the category, according to Innova Market Insights, with a key driver being nutrition. Clean labels that claim low-fat, organic, natural, gluten-free, added protein or heart healthy positioned savory biscuits as a food that can be eaten not only as a snack, but also as a nutritious meal. In fact, more than 20% of the savory biscuits and crackers launched in the last year featured natural, preservative-free or organic claims.
Unique ingredients and flavors were a hit with new products, including honey, sweet potato and brown rice. These crackers/biscuits feature a blend of flavors and natural claims that are appealing to consumers’ interests.
Annie’s Organic Honey Graham Crackers are made with organic honey, organic whole grain wheat flour and sea salt. The crackers are on trend with no artificial flavors, synthetic colors or synthetic preservatives.
Partners’ Get Movin’ Honey Wheat Crackers are made with honey, buttermilk, stoneground whole wheat flour and sea salt. Pair with peanut butter, cream cheese, deli meat or jam, and you have a quick, convenient meal.
Kinnikinnick Foods Inc. introduced S’moreables Graham Style Crackers, the perfect snack for the consumer whose dietary needs consist of gluten-free, wheat-free, dairy-free and casein-free. S’moreables include honey, pea starch and non-hydrogenated shortening.
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